The Problem With Marketing Analytics

Are your analytics rooted in results?

The promise of big data companies is that they can look at your behaviors and manipulate your decisions as analysts. Working through analyses should turn over gems for revenue. This is why there is a lot of investment in this as part of the brave new world of marketing.

Analysis is great to show macro trends and help guide higher levels of engagement. The problem with looking at numbers alone is that there is a human being on the other side of it all. If your tactics are not personal or relevant but merely based on the numbers, then you can miss what makes someone want to get to know you or have a relationship with you.

We can sense when we are being marketed to or manipulated. We don’t like it. The aversion can be a giant backlash.

When someone is giving us value and over time builds trust they become valuable to us. We like to reciprocate and work with people we trust. It may not be today or the next day, but when the need comes up you will get that call.

So how do analytics, which are sterile at its core, fit? It is important for telling you what will connect. The key is engagement. Are people reading what you wrote or are they just clicking and going away? Your enemy is not eyeballs and clicks. It is disinterest and apathy.

If you can’t get someone to care or join your audience, then you can have bloated metrics that don’t matter. This does not build your pipeline. It may make you feel better, but the results of a sales engine won’t be there.

Because we are dealing with people and not machines, our efforts have to be human. We have to connect and deliver the art with the science.

How are you using analytics?

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